The Study Of The Discursive Construction Of The Palace Museum Official Website Organizational Identities

There are many museums in China,which will have a great impact on public life.The identity research of organizations can help organizations get more attention and gain better publicity effect.More museum organizations need to better understand the importance of displaying their own image,and the identity of the museum needs to be more clear.The means of identity construction include discourse practice,which is important and valuable to the research of organizational identity.Wodak’s discourse-historical analysis puts discourse in the social structure,analyzes the historical context of discourse,and further explains the source of discourse practice.This thesis uses discourse-historical analysis,mainly discursive strategy and intertextuality,to explore the types of organizational identity constructed by the Palace Museum on its official website.Through the analysis of word frequency distribution,the most frequent words reflect the theme of the texts.Through the analysis,it is concluded that the organizational identity of the Palace Museum is based on a correct understanding of its own functions,including cultural communication,cultural relics protection,academic research and public education.At the same time,it uses discursive strategy to construct a world-famous organizational identity committed to development and keeping pace with the times.The use of intertextuality emphasizes the positive identity of the Palace Museum.This thesis also analyzes the social-political,historical and cultural positions of museums to explore the contextual logic of the construction of their identity types.Museums focus on the protection of cultural relics and are far away from the public in the past,but now China pays attention to the construction of cultural power.Museums re-examine the relationship between themselves and the public,paying attention to the experience of the audience and the spread of culture,which also reflects the constructed identity of service provider.The discourse means adopted by the Palace Museum will bring some enlightenment to many other museums,helping them correctly understand the types of identity they need to construct,so as to establish their own organizational identity in line with their own functions.